Algoa FM has developed a reputation among national and regional advertisers for its ‘hands-on’ approach to supporting marketing drives.“What makes us stand out from other media houses is that we partner with the client to take ownership of the campaign,” says sales manager Dennis Karantges. He says the energy the Algoa FM team devotes to campaigns is captured in the media house’s slogan – “fun is a serious business”.
Established as a radio station 35 years ago, Algoa FM has grown into the biggest media house serving the region from the Garden Route to the Wild Coast and inland through the Karoo. In addition to being the biggest private commercial radio station in the region, Algoa FM now has a very strong online and social media presence, supported by its “on the ground” presence involving the on-air personalities.
The sales team works with advertisers to craft campaigns that deliver a measurable return on investment, according to Karantges. “Because we live here and are fully integrated into the local business sector, we understand the market.
“We also conduct formal research,” he adds. Independent research commissioned by Algoa FM found that people in the Eastern Cape have become more conservative in their purchasing, choosing products they know and brands they trust.
“Research and experience also show that they trust Algoa FM presenters, who are all local celebrities, each with a loyal following. Advertisers benefit from this relationship as products spoken about or endorsed by the presenters are also seen as trustworthy by our on air, online and on the ground audiences,” he adds.
A new retailer leveraged off this relationship when it opened its first store in Port Elizabeth. The client asked Algoa FM to craft a campaign that would introduce listeners to the new store and its products, create thorough awareness of their physical address, grow Facebook likes, create engagement in a fun and informative way and, of course, ensure product sales – all during lockdown.
Based on the success of their August launch, the client booked two additional campaigns in 2020 – one to promote a second store opening (in October) and another to promote their festive season specials.
Fans get to meet presenters regularly during broadcasts or crossings from the premises of clients, such as the retailer in question. Packages range from full-blown live broadcasts to high-energy crossings from the presenter, who also interacts with the crowd.
Algoa FM is constantly innovating and creating fresh new ways for advertisers to reach their customers. An example is the “Great Deal Promotion”, in which advertisers provide at least three special offers. The offers are made available before and after the event day in order to comply with Covid-19 protocols and to increase the return on investment.
“This promotion speaks directly to our footprint’s psyche. Any retailer will tell you that we (the people of Algoa country) are particularly attracted to special offers,” says Algoa FM managing director Alfie Jay.
He encourages local and national advertisers to tap into the understanding that Algoa FM has built up over its 35 years in business by helping clients to connect with the people of Algoa Country.
“What works in Gauteng or KZN will not necessarily have the same impact in the Eastern Cape or the Garden Route. There often is a better way for client and agency to invest their marketing budget. Generic ‘one size fits all’ approaches can also harm brands.
“We’re always happy to discuss campaigns and try something new if it’s going to add value to the fun element of being part of the Algoa Country family. Most of our sales consultants have become local experts in the fields of radio and online communication. What’s more, their advice and consultative approach is part of the package we offer,” says Jay.
For more info on how you can get your brand on Algoa FM, contact us on email@example.com or 010 590 4554.
By Dave Tiltmann
Just like radio, podcasting is an intimate medium that has the power to create connection and change lives. Although it has been almost two decades since the first podcast hit the airwaves, podcasting has only really begun to hit its stride in recent years.
Thanks to the power of technology and the rapid spread of internet access around the world, thought leaders are now using podcasts to reach audiences in the millions. Brands are also finding innovative ways to tell unique stories to very specific markets.
Developing nations like South Africa are starting to see the potential of the medium in the long term, not only as a form of entertainment and education, but also in its ability to give a voice to communities that might have been underrepresented before. This shows the true wonder of podcasting, which has the potential to flourish on the African continent in the coming decades.
The upsurge in podcasting worldwide
As the internet has become more accessible around the world, this has created an opportunity for people to engage with podcasts on a more frequent basis in their daily lives. Although data costs are still quite high in Africa, the rise of free wi-fi and introduction of high-speed fibre has meant that more people than ever are now able to download content without having to foot a massive bill. Events like Africa PodFest in Kenya, or PodFest Cairo in Egypt, show that while it may be slow and steady, there is a definite shift in the way podcasting is starting to be viewed as an opportunity on the African continent.
In developed economies across Europe, in the US, and even Australia, podcasting is already hitting its stride. These places already have good internet infrastructure in place, and the pandemic actually spurred on record podcast listenership numbers in 2020. The 2021 edition of theInfinite Dial study suggests that podcasting really found its voice during lockdown amidst people feeling more isolated, with the U.S seeing around 13 million new people becoming habitual podcast listeners during this time.
Taking storytelling to new heights
Numbers aside, one of the biggest drawcards of podcasting is its timelessness, and its ability to create communities through the art of storytelling. Powerful movements like #MeToo and Black Lives Matter have shown that there has never been a better time to have open and honest conversations about tough issues in a way that honours the vulnerability it takes to do so.
There has never been a better time for multicultural African stories to be told too. Podcasting gives us as Africans the power to have a say in how we are represented to the wider world, rather than continuing to have the story told by an outside narrative, which is often riddled with outdated stereotypes.
Any given podcast episode is an individual asset that has the ability to turn into a regional asset, which can encourage a greater sense of trust and belonging in the community it services. This asset can even lead to the rise of regional champions (or voices) in the area, in particular those who have a real sense of what’s happening on the ground.
When these communities grow stronger in numbers, commercial opportunities will start to present themselves. This has the potential to empower not only the podcast creator, but the community as a whole. Considering there are thousands of different cultures and languages on the African continent, the opportunities for innovation and empowerment are truly endless.
The relationship between radio and podcasting
We can’t talk about podcasting as a force in the broadcasting field without mentioning its older and more established sibling, radio. There is a strong link between the two. Both typically build audiences through a mix of education, information and entertainment. Radio and podcasting are both intimate mediums, where a show host is literally welcomed into the homes and lives of people. Both also have commercial opportunities that mirror each other, which is great news for the broadcasting industry as a whole.
Just like with real life siblings, there may be genetic similarities, but you’re dealing with two different entities. Radio is a more linear medium, whereas podcasting is always on demand. This means that radio is consumed “live” as it happens if the person is tuned into the station, but with podcasting the listener gets to listen to shows whenever it is convenient for them.
Podcasts episodes are also easy to share across social media with loved ones, whereas radio has more of a dependence on physical word of mouth (and a natural sense of FOMO). Regardless of the how being different, both still offer something desperately needed in a post-coronavirus world: human connection.
Pioneering podcasting in South Africa
In a bid to nurture this idea of human connection, I’m proud to mention that the African Media Entertainment (AME) team recently signed a groundbreaking partnership with Wondery, the biggest independent podcast producer in the world. In a nutshell, AME now has the rights to promote Wondery podcasts through its subsidiaries, in a bid to help get to help reach a projected number of nearly 20 million podcast listeners in South Africa by 2024.
Because African Media Entertainment has a rich history in audio creation, and has spent years perfecting the art of serving audiences on a reachable, tangible level, we’ve happy to set the bar high when it comes to this. AME owns some of the biggest radio stations in the country, as well as high achieving digital, publishing and marketing services, including MediaHeads 360, Moneyweb and more. By promoting Wondery’s content through these channels, podcasting is exposed to new audiences, and the channels themselves also gain access to some of the best content that the world has to offer.
Leveraging new opportunities in the podcasting arena
By exposing audiences to amazing content through a formal relationship with Wondery, we’re also setting a precedent for AME’s individual platforms to branch out, creating and growing their own podcasting channels within this exciting new digital broadcasting environment. Better yet, the content will be locally nuanced, telling the African stories that may have gone untold otherwise.
The audience is the major winner here, for gaining access to high quality content through traditional channels they know and love, while simultaneously being exposed to high quality local content that helps them feel more represented in the world as well.
This creates a great opportunity for advertisers to get involved, be it through strategic adverts in podcasts episodes, show sponsorships, cross-platform campaigns, or something else. Brands will be able to promote themselves in an entirely new arena, to audiences that they might not have been able to reach before. It also gives radio stations an opportunity to integrate a podcasting strategy into their marketing and sales departments, which may even lead to unexplored avenues for additional revenue in the long run.
If the wonder of podcasting has you as excited as I am, welcome to the club. From podcasts still in their infancy, all the way through to powerhouse shows like Business Wars, there is plenty of opportunity for content creators, storytellers, listeners and advertisers to connect in mutually beneficial ways.
For sales queries contact: Chris Borain
Join US on a PODBLASTING journey to success!
Podcasting is the perfect opportunity to share your brand’s story with the world! Book your spot at our LIVE virtual Podcasting Masterclass, hosted by the well-known Simon Brown, Managing Director of JustOneLap and Host on the MoneywebNow podcast as well as Chris Borain, Head of Digital at United Stations.
Simon and Chris will provide insight on the world of Podcasting and share key points, including:
- Trends driving the South African podcast market.
- What makes a great branded podcast?
- What makes a great podcast ad?
- Boosting your media strategy with podcasting.
- Measuring podcasting ROI.
- The future of pod (ad) tech.
Don’t miss out on this fantastic Masterclass.
Time: 11:00 am.
Date: Wednesday, 5th May 2021.
Details: The Live Masterclass will be held over Microsoft Teams. The joining link will be sent closer to the time.
Hot 91.9FM announced today that Jeremy Mansfield, anchor of HOT 91.9 FM’s breakfast show, “Joburg’s Hottest Breakfast” will be leaving the station on Friday 26th February in order to focus on his health. Jeremy has been undergoing treatment for the past few months and has decided to take a break.
“I will also be spending more time on the Mansfield Family Trust and the charitable work it does in South Africa,” says Mansfield. “I have loved being a part of the HOT 91.9FM family, particularly because of the excellent, meaningful work they do within the community. It’s been a great privilege to be able to contribute to this, and I will cherish the memories of this time at HOT, and the time I have spent together with my colleagues on the Breakfast show”.
HOT 91.9’s Managing Director Lloyd Madurai said “Jeremy is a radio legend and has contributed immensely to the industry, and the station, however our primary concern is his health at this time. We would like to thank Jeremy for his incredible contribution as the anchor of Joburg’s Hottest breakfast Show for the past 3 years. This is not a goodbye as Jeremy will continue to be part of the Hot 91.9FM family in his role as an ambassador for Hot Cares , the Christmas Wish and a contributor to the Hot 91.9FM Radio Academy. We wish him well and pray for his full- and speedy- recovery”.
Issued on behalf of Jeremy Mansfield and Hot 91.9FM.
The thrill of winning isn’t limited to a listener experience. Algoa FM is helping its advertisers to craft effective competition-based campaigns that deliver results and grow market share.The media house has noticed a steady rise in responses to its on-air and online competitions, and this trend has been growing since the onset of the Covid-19 lockdown in March.
The best results are achieved when there is a good balance between reward, effort required to enter and entertainment value.
Nadia Pieterse, senior creative executive at Algoa FM says “Our listeners respond exceptionally well to mechanics which involve solving clues; riddles and general knowledge quizzes.’
Competitions that provide entertainment value or that incorporate ‘theatre of the mind’ elements, generate much more interaction than those which do not include a fun element.
Without this interaction, competitions become background noise.
Simultaneously, the path to participation is very important and therefore entering the competition, should not require too much effort on the part of the listener.
“A competition mechanic, which requires a quick and simple answer via Telegram or SMS, will always generate more entries than one where time and effort is required to enter… or that has too many steps and instructions to follow,” says Pieterse.
Algoa FM, which is the biggest media house in the Eastern Cape and Garden Route, leverages its on-air, online and on the ground platforms to help advertisers to reach and connect with their customers.
A happy national client who used radio platforms around the country to introduce a new service wrote: “They (the Algoa FM team) were organised, motivated and an absolute pleasure to work with. We had an amazing response. Stronger than the Western Cape in a number of areas.”
The type of prize is also important across all platforms, says Pieterse.
Algoa FM’s listeners respond best to competitions offering instant cash prizes, followed by those offering grocery vouchers.
Competitions with daily prizes render better results than those that only offer one grand prize to be won at the end of a week.
It has been our experience that listeners would rather have many opportunities to win smaller amounts than one chance to win a big amount.
The best results in respect of the number of entries are achieved through the momentum generated over a five-day competition, where a ‘live’ winner announcement takes place daily between Monday and Friday.
What has also come to the fore is the power of the relationship our listeners have developed with the on-air personalities at Algoa FM.
“It is always surprising to me how well Algoa FM presenters are known in the community,” says breakfast show co-host Lee Duru.
“Even though we are primarily a radio station, people recognise us as presenters when we go out.
“We can also see from the responses on our social media feeds that people value our opinions,” she adds.
An example of this is a motor vehicle dealership which sold nine people carriers – twice their target of four for the campaign – simply by offering a presenter the opportunity to drive the vehicle.
Listener interest was sparked by the presenter sharing his driving experience, with “the campaign having the dealership humming along with people all week,” according to the client.
“The success of competitions hosted on Algoa FM is testimony to the power of radio – it provides the ultimate path to purchase by connecting people to products and services like no other medium,” says Algoa FM managing director Alfie Jay.
“My team of champions guides our clients to success from concepts to competitions that work for our audience; deliver results for our clients and simultaneously, provide us with increased opportunities to interact with our audience. It’s the most powerful three-way winner,” he adds.
This is what another national client has to say: “Good morning my radio team – I just want to thank everyone. Your efforts this week have been super human.
“I cannot express how impressed I am with everyone who made this campaign possible.
“Once again you have demonstrated the power of radio, your dedication to making our clients happy and how to get things done. You deserve all the success that comes your way and are an absolute privilege and pleasure to work with.”
OFM, inspiring listeners to live the real good life in Central South Africa, is looking for the dishes that make Central South Africa salivate! The Real Good Recipe Book seeks to showcase Central South Africa’s favourite recipes.
The book will feature our OFM presenters’ favourite dish, along with the old family recipes, new creations, gourmet masterpieces and fast food fixes our loyal listeners love. The book will feature six categories, namely beef and lamb; pork and poultry; venison; fruits, nuts and vegetables; dairy and eggs; and maize and wheat. Each of our presenters will make a video preparing their favourite dish in a specific category. The video’s QR code will be printed in the book to watch later.
Says Lindiwe Mtwentula, OFM Marketing Manager: “Central South Africa boasts some of the country’s best agricultural produce and we want to know how our listeners like to turn this bounty into memorable meals. As always, there will be prizes up for grabs. Should your recipe be selected as the best, you will be awarded the grand prize of a R30 000 Checkers voucher. Lockdown brought out the chef in all of us. Now is the time to turn your top recipe into cash!”
In addition to the R30 000 grand prize, all entrants stand a chance to win a number of spot prizes of R500 in Checkers vouchers. Should you be drawn, called live on air and have a Checkers Xtra Savings card, your voucher will be doubled and you could walk away with a R1 000 Checkers voucher. Plus, should your recipe be chosen to feature in the book, you’ll win R1 500.
To enter, go to the OFM website at www.ofm.co.za, click on The Real Good Recipe Book link, and upload your recipe and photos of your tasty dish, as well as photos of your family. Entries close midnight on the 6th of December and the grand prize winner will be announced on the 19th of December.